CORPORATE VIDEO PRODUCTION

WHAT IS CORPORATE VIDEO PRODUCTION?

Since it’s inception in 1832, filmmaking & video production has undergone some pretty cool changes as it’s transitioned from film to digital formats. In the last 5 years alone the corporate video production landscape has changed dramatically thanks to improvements in technology that have fundamentally changed the way we now communicate. 

The meteoric rise in video adoption across the internet, especially social media, has allowed businesses to use video in ways they never thought possible. From training and internal communications right through to HR, sales and marketing, brands are seeing the benefits of integrating video into their marketing and communication strategies.

But before we explain what’s traditionally involved, let’s start with a definition of what it is:

 

Corporate Video Production is the end-to-end process of making a video by a company, organisation or institution for internal/external communication, and/or commercial purposes.

 

Although the video production landscape has changed, the core process for producing video content has remained relatively unchanged. Brands now have the luxury of choosing where and how they can have their video content published. They can now strategically use video in ways they never could before. Whether the content is created for company intranets, social media or for an internal audience the core video production process is the same and is comprised of three phases: Pre-Production, Production, and Post Production.

Video: King of Content Marketing

Video has been around a while! In the 80s, it’s reportedly “killed the radio star” via the television. Today, in content marketing…

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If you’re looking to resource yourself and want some light reading, or maybe you just love to read about all things video!

2018

THE YEAR OF VIDEO

Looking ahead, people’s interaction and relationship with screens will just increase and be further enhanced by new technologies. Presently, and in the next couple of years, Augmented Reality (AR), Virtual Reality (VR), 360-Degree Video, and Live Stream are projected to continue growing, as brands adopt the new technologies and compete for audience share.

59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video (MWP)

51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Adobe).

THREE PHASES

THE VIDEO PRODUCTION PROCESS

There are three phases in producing a video:

Pre-Production – This is the creative aspect of making a video and it includes conceptualization, brainstorming, script writing, storyboarding and a whole lot of planning.

Production – The video shoot is the execution of the materials from pre-production. This requires talents and crew, location, equipment, and tools.

Post-Production – The editing of raw footages and the inclusion of effects, sounds, and elements like texts, to make a finished product.

THE PRE-PRODUCTION PROCESS

The pre-production process is all about the conceptualizing, organising and planning.  It’s crucial to get the whole process sorted at this stage to ensure there are no surprises, especially budget blowouts, in the latter two phases.

Once the creative brief has been handed down by the marketing team, pre-production begins.

What is the creative brief? It’s a document containing the video’s business objective (e.g. To create awareness, educate, convert, etc.), its target audience, and the metrics to be measured.

It’s also in pre-production that budget and timeframe, talent and personnel, logistics and permits, as well as all the technical aspects of a video shoot are ironed out.

But pre-production is mostly about the creative aspect of making a video and it involves the following steps:

Brainstorming

In brainstorming, the creative plan will be drawn based on the insights provided by marketing.

Script-Writing & Storyboarding

The script is the video’s story map. Its narrative and dialogues, arranged in sequence, are the one and only basis for the storyboard and shot list.

Creating the Shot List

The shot list is the videographer’s guide to shooting. A typical shot list would have elements like shot number, location, shot type, camera angle, camera movement, and shot notes or descriptions.

Basically, the bigger the video project – the more time is required in the pre-production phase.

THE PRODUCTION PROCESS

This is the day of the shoot and the unmistakable “Lights, camera, action” moment. It’s where all the planning in phase one comes into effect and the approved script and storyboard are translated into video.

Traditionally, production can be technical due to all the tools, equipment, time-sensitivity, and particular skills (such as acting, directing, camera and light operation, etc.) required for it to run. So, in order for the process to go smoothly, all the heavy-lifting or preparation must be done during pre-production.

The goal of the shoot is to capture as many high-quality shots, cutaways and sounds as possible in preparation for post-production. The editing team can’t do much with poor quality footages.

What to consider in video shoots?

Composition

The “Rule of Thirds” is picture framing’s basic rule. How does it work?  Imagine a plane divided into nine equal squares as illustrated below.

How to apply it? Put the object of your picture wherever two points on the plane intersect.

Why? Psychology says that the eyes are naturally drawn or gravitate towards the two points of intersection on the plane, as in the example below.

Not only does the Rule of Thirds create emphasis, it also shows balance.

Shot Types

To avoid static, monotonous, and boring videos, remember to shoot a mix of these three shot types:

  • Wide Shot – Often interchanged with long and establishing shots, the wide shot includes most, if not all, things in sight.This shot is usually used to shoot introductions or opening billboards (OBBs).
  • Mid-Shot – Also called the “general shot”, the mid-shot is sandwiched between the wide and close-up shots, which director’s usually use during  scenes with dialogues.
  • Close-Up – Often used in dramatic scenes, the tightly-cropped or close-up shot is the one shot that shows the details of a subject.

Lighting

The three-point lighting is the most basic technique in lighting. It uses the following types of light:

  • Main Light – This is the strongest light source, which is placed about 45-degrees above the subject.
  • Fill-Light – Usually positioned 45-degrees opposite the main light, it contains half the power of the main light, and is used to defuse the brightness of the main light, as well as eliminate shadows.
  • Rim/Backlight – This is used to create depth in the background, as well as highlight the subject. The rim light is usually aimed at the back of the subject.

Sound

People can forgive poor video quality, but not poor sound quality, and that’s a fact. So, take the following to heart while in production:

  • Invest in quality external mics, like a Lavalier or shotgun mic.
  • Try to record in a quiet place, but if that’s not possible, protect the mic with a windscreen.
  • Regularly monitor the audio quality with your headphones to hear exactly what the camera hears.
  • Record background sounds, separately, in case you need to add sounds on clips while editing.

THE POST-PRODUCTION PROCESS

Post-production is basically the process where all the editing of the footage takes place. 

Editing traditionally involves sorting, cutting, cleaning, colour grading and correction, adding elements, music and effects on the footages to make a finished product. Here are the basic steps in video editing:

  • Choose your editing software. There is a host of quality editing software out there, such as Adobe Premiere Pro, Windows Movie Maker, and Apple’s iMovie and Final Cut Pro, etc.
  • Trim as you import. Cut clips that take up space, like pauses and error takes.
  • Edit frame-by-frame. Put the clips into place. Remember to be tidy as clips could easily pile up and cause chaos and confusion when you need to go back and find a certain frame or shot.
  • Add effects. Go easy with effects, though, and just remember that the more inconspicuous they are, the more professional the video appears – unless, of course, the content of the video calls for major effects, then go crazy with them.
  • Add music. Be mindful of licenses and the tracks’ appropriateness to the content. To be safe, stick to royalty free music.
  • Add B-roll. Together with the music, add the supplemental or alternative footage to the main shots as needed.
  • Export/save video in different formats.
VIDEO PRODUCTION TYPES

TRADITIONAL VS. ALWAYS ON

Global digital media consumption, particularly video, continues to increase as internet speeds improve and smartphones become more affordable, available, and technologically advanced.

This creates a high demand for content that’s available anytime, anywhere, and on any device, which is good for digital business, but bad news for traditional ones.

As digital advertising revenue supersedes TV advertising, businesses and brands acting as publishers are obliged to produce more video content.

Brands now require high-volume and high-quality video production which is simply not possible under the traditional video production structure with its high-cost, process-heavy and bureaucracy-laden system.

So, what’s the solution?

Always-on Video.

Always-on video means that your video content is always operational and ready to go – no matter what’s happening in your business. It’s a model that is agile, affordable, fast, and scalable.

We’ve rewritten the playbook and created the next generation of corporate video production by putting brands back into the driver’s seat to narrate their own brand stories, by the people who know it best, you. Our innovative model allows us to create a tailored end-to-end solution that works for each brand.

Sound interesting? Then let us tell you more about it!

CONTENT STRUCTURE MODEL

HERO, HUB, HELP

Want to connect and build an on-going, long-lasting relationship with your customers?

From the brain trusts of YouTube comes the definitive content publishing model “Hero, Hub, and Help”.

As consumers spend more time online and on their mobile devices watching video, they demand content that’s “always on”, as opposed to television’s linear and pre-programmed scheduled content.

This obligates brands to respond with well thought-out, coordinated, and sustainable content. What does that mean? It means that there’s such a thing as too much video or spammy video and its opposite not-enough-video. What the Hero, Hub and Help model gives content creators is the right formula for what, how much, and when to publish,  see below:

What is Hero Content?

Hero Content is the one-time-big-time video that publishers usually push on big sporting or award-giving events or on platforms that are far and wide-reaching – like YouTube. The video is the masterpiece of a campaign and is designed to catch attention and go viral.

Examples include:

  • Large Campaigns
  • TV Commercials
  • Major events
  • Brand Films
  • Product Launches

And it has one formula: To portray the viewer as the hero.

In this Hero Content example, Nike turned ordinary boys playing pickup football into their favorite football heros, and their playground into a major stadium packed with spectators. This four-minute ad boasts of football’s A-listers, plus the Avengers’ Hulk and Kobe Bryant.

Winner Stays On

What is Hub Content?

After successfully converting people into subscribers, the next step is to give them a compelling reason to keep coming back. Hub Content is regularly published content or a series designed to entertain the existing community and audience.

Examples include:

  • Behind the Scenes
  • Video series
  • Docu-style entertainment
  • Branded content

The #AskZlatan series is Nike’s Hub Content offering, featuring the animated version of Swedish football star Zlatan Ibrahimović dispensing comic life advice to fan questions on Twitter. The series was comprised of 31 under-a-minute videos, published daily.

The Risk Everything Take on the Day with Zlatan

What is Help Content?

Help Content is helpful and informative video content designed to attract people searching for the brand and topics related to it. From a marketing perspective, Help content assists consumers to find answers to their specific problems and pain points… hence the name Help. 

Examples include:

  • How-to videos
  • Tutorials and tips
  • Product demo videos

Nike’s Help content under the #RiskEverything campaign is the Nike Academy YouTube series. The channel is designed for all soccer fans may they be players or coaches looking to improve their skills.

Nike Academy: Pre-Season Training – Strength

THREE STAGES

TYPES OF VIDEO

Marketing uses a funnel with three stages to serve three different purposes:

  • Awareness Stage to attract fresh audiences.
  • Consideration Stage to nurture leads.
  • Decision Stage to convert leads into customers.

Video can be utilized in all stages. How? By studying the different video types and by learning from brands that have successfully used them.

IDENTIFYING VIDEO TYPES THAT WORK BEST IN EACH FUNNEL STAGE

Different video types perform well in different stages of the funnel, Vidyard echoed MarketingCharts’ 12 different types of video suitable for each funnel stage along with the percentage that the video type was used by Marketers.

Product or Brand Videos

Title

63%

Funnel: Consideration
Production Quality: Medium
Length: 3 Minutes

Product or brand videos usually showcase the tangible elements of the products like features and functionalities. They’re great for product launches or intros. But the best product or brand videos don’t focus on the what or features and functionalities but on how. How will this product solve the customer’s problem? Hubspot compiled a list of top product videos.

Demos

Title

59%

Funnel: Consideration
Production Quality: Medium
Length: 3 Minutes

At the consideration stage, the customer has most probably lined up several demos to base their decision upon. Demos are a great way for brands to stand out, shine, and win over the competition. Here’s an assortment of product demos.

Explainer Videos

Title

54%

Funnel: Awareness
Production Quality: High
Length: 2 Minutes

Explainer videos are short videos usually giving an overview of the company or its products or services. It’s important for companies to have this on their landing page as it increases conversion rates by 20%. Wordstream identified 4 types of explainer videos. Advids also compiled 20 B2B explainer videos for you to checkout.

Webinars

Title

45%

Funnel: All
Production Quality: Low
Length: 30 Minutes

Webinars are a good opportunity for brands to establish thought leadership. Webinars can be inserted anywhere in the funnel granting the level of expertise is adjusted. In the top most funnel, brands can give an overview of the problem and high level view of the solution, but further down, they can be more detailed and technical.

Educational/How-Tos

Title

42%

Funnel: Awareness/Consideration
Production Quality: Low
Length: 3 Minutes

Educational videos are effective for viewers in the awareness stage and the how-to videos work for the consideration stage, but they can be interchanged in the funnel. These video types help bystanders and potential customers internalize their problem and give them the solution. At this stage, nothing is being sold, but something of value is being given free: learning. Here are some delightful examples of educational videos.

Social Media

Title

38%

Funnel: Awareness
Production Quality: High
Length: 1 Minute

Social media videos are native to platforms like Facebook, Instagram, Twitter, and recently LinkedIn. Users can shoot, edit, and publish on the app. It’s great for advertisers as people consume their videos eagerly even if it’s labeled “sponsored”, because “a native doesn’t require you to abandon the experience you’re currently in.” Here are examples of winning native video ads.

Customer Videos

Title

37%

Funnel: Consideration/Decision
Production Quality: Medium
Length: 3 Minutes

A great way to highlight a customer’s stellar experience with your brand is to ask them to leave you a review or testimonial. Customer video also allows brands to bypass customer hatred towards advertisement. It acts as a good word of mouth or free promotion for brands, because consumers trust each other more than brands, and nearly one third of online consumers trust a stranger over brands. Animoto compiled customer videos for you to be inspired by.

Live Stream

Title

24%

Funnel: Awareness/Consideration
Production Quality: Medium
Length: Any (Expect the unexpected in live shows, but Facebook recommends 10 minutes)

Live streaming brings brands and viewers together “in the moment”. It’s a powerful engagement and brand building tool if done right. Vidyard has a list of topics you can try out for live streaming and here’s Facebook live’s best practices.

Cultural Videos

Title

23%

Funnel: Decision
Production Quality: Low
Length: 2 Minutes

Cultural videos showcase the company’s values, personality, and general vibe. Why are companies producing cultural videos? Employee experience tops Forbes’ 10 HR trends for 2017. Employee retention has become a problem for HR, together with recruitment, with the advent of digitalization. Cultural videos give potential recruits a glimpse of company life, and employees a sense of belonging and pride.

Vlogs

Title

13%

Funnel: Awareness
Production Quality: Medium
Length: 3 Minutes

Vlogs are basically blogs in video format. It offers viewers a unique opportunity to  get tips and insights from the company’s top personalities, like the CEO, and for brands, it’s an opportunity to show authenticity and transparency.

One-to-Ones

Title

12%

Funnel: All
Production Quality: Low
Length: 1 Minute

It’s all about building trust. One-to-ones are personal messages suitable for all funnel stages. In a world slowly being infiltrated by robots and AIs, people really feel more at ease with people rather than machines or faceless companies, for that matter. Convince & Convert’s Jay Baer wrote a piece on how to use one-to-one video to make people swoon.

Chalk Talks

Title

7%

Funnel: Consideration
Production Quality: Low
Length: 3 Minutes

Chalk talks are short informal lectures in which the speaker illustrates on a blackboard. Their success in classrooms and locker rooms is being duplicated in video content marketing. Vidyard has a whole library of chalk talks.

*A quick note on the difference between B2B and B2C videos:

  • B2B videos targets businesses, so they tend to be more polished, professional, and orderly than B2C videos.
  • B2B videos tend to be more informative, as business purchases are based on reason, unlike personal purchases which are more often based emotion.

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